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White Milano arrives in Shanghai

White Milano has invested in Shanghai and marking its inauguration on Friday, the trade fair from Milan announced its upcoming project, 'Style Routes to Shanghai.'

The project will see them present a selection of 56 Italian brands over the course of Shanghai Fashion week, which will take place from October 11 to 18.The founder and head of White Milano, Massimiliano Bizzi, told FashionNetwork.com: “We are now part of the official Fashion Week calendar. Thanks to an agreement with the local On Time fair, which is a bit like our equivalent, we are able to position ourselves in a space just across from the Westbund Art Centre in the Xuhui district and benefit from their visitor footfall October 13 to 15.”

The project became a reality thanks to the support of the Confederation of Transalpine Artisans, Confartigianto Imprese, White Milano’s partner, and the government through the ICE (Agency for the Internationalisation of Companies), which has financed the event to the tune of 370,000 euros.

Bizzi went on to say: “The idea is to open up the Chinese market to our companies in a very concrete way. The format will therefore not only be that of a normal trade fair but it will also offer individual meetings between our entrepreneurs and local distributors alongside traditional stands and talks.”

In this way, the fair’s organisers have carefully selected brands taking into consideration the trends and tastes of the market and choosing authentic Italian products which prioritise the knowhow of ;Made in Italy' rather than being the most commercial. In this way, brands that focus on well-made and artisanal products such as Faliero Sarti shawls, Casadei footwear, and emerging designers like Daniele Carlotta and Ssheena.